The paper examines the institutionalization of geographical indications for wines in Brazil. The emphasis is on establishing evaluative disputes within the hybrid forums where different actors seek to build a collective agreement concerning the norms and standards of production. From a conventionalist approach, the authors highlight the different understandings of quality presents in the discourses and practices of the actors involved in the construction of this qualification mechanism. The results derived from research conducted in the regions of Serra Gaúcha (Rio Grande do Sul State) and Vales da Uva Goethe (Santa Catarina State), demonstrate the conflict (as well as hybridization) between marketâ€‹/industrial and domestic/patrimonial values.